Lesson 2 – The Cease and Desist That Changed Everything.
TEN Years, 10 Lessons: What We Wish We Knew When We Started.
In October 2025, Eleven Eleven Talent will turn 10. To celebrate, we’re sharing 10 lessons—one each month—about what we’ve learned in a decade of building a business. From community-building to resilience, from hiring to firing, these are the insights we wish we knew when we started. Whether you’re an entrepreneur, a recruiter, or navigating your own career path, we hope these lessons support you in building something meaningful and lasting.
Lesson 2 – The Cease and Desist That Changed Everything
Let us set the scene for you.
We had been building our side hustle ‘Talent Lab’ for three years off the side of our desks while working corporate jobs. We had just hosted our sixth recruitment conference, bringing together 300+ HR and Talent leaders in Vancouver. It was our biggest event yet. The room was buzzing, the connections were real, and the conversations went beyond recruitment—they were about leadership, diversity, power, and people.
Afterward, our inboxes filled with messages:
"Can we hire you for recruitment?"
"How can we work with you?"
“Can you find us a Director of Marketing?”
At that moment, we realized: this wasn’t just a side hustle anymore.
We checked our Talent Lab bank account, we had the exact amount we needed. We called each other, confirmed the plan (aka: are you still up for this?!), and walked in to resign from our corporate jobs.
It was official. Talent Lab, Recruitment Agency was born.
Three days later, a Cease and Desist landed in our inbox.
Turns out, another recruitment agency in Toronto had been operating under the same name… for the last 10 years. Whoops.
We had recently hired an IP Lawyer at the lululemon Head Office, after we placed him he had said “if there’s anything I can ever do for you…..” it was time to call in a favour 🤣. We sent it to him and asked, “Is this bad?”
His response? “Yes, this is bad.” We had to change our name—immediately.
The feeling in our stomachs was pure panic.
We had spent three years building a brand. We had just quit our jobs. Now, we had to start over.
The Setback That Became a Sign (11:11 😎)
What felt like a catastrophe at the time created the space for Eleven Eleven Talent to be born.
In numerology, the numbers 11:11 represent a moment that sparks change—a message from the universe confirming:
You are on the right path.
That’s exactly what we believe we do through recruitment.
The name Eleven Eleven Talent carried a new palpable energy and momentum into our business. It felt like evolution, like we were growing up. It gave us clarity, direction, and confidence in a way we hadn’t felt before.
To this day, it’s a name that deeply resonates with us.
What We Learned (So You Don’t Have To)
Do a deep search before you name your business. Google, trademark databases, corporate registries—cover your bases. If you have big ambitions - check globally.
Detach from the name—focus on the impact. A name is just a name. What you stand for is what actually matters.
When things go wrong, don’t freeze—pivot. You will have moments that shake your confidence. The trick is to keep going. The right answer will reveal itself.
Every setback is an opening. Changing our name turned out to be one of the best things that ever happened to us.
We would be remiss if we didn’t take this opportunity to mention the creative genius Leila Toigo who we hired for a brand naming project and ultimately brought this name to us. And, the talented Lauren Wesenko who brought our name to life through the design of our beautiful logo. We’re so grateful.
The lesson here? It’s never as bad as it feels. You will figure it out. You will land on your feet. And if you’re building something that truly matters? A name change or business challenge won’t stop you.
Here’s to whatever you’re building. ❤️ Alisha and Tess
Next Lesson 3: The Learning That Took Us From Cartier to Reality – The truth about profit, revenue, and taxes
Follow, subscribe + share!
Eleven Eleven Talent is a global recruitment agency headquartered in the beautiful coastal city of Vancouver, B.C.
If you are looking for recruitment support on a critical hire or confidential search - connect with us.
